I’m a writer who loves telling stories. I’ve been lucky enough to work with lots of clients who recognise the importance of well-chosen words – and the impact powerful storytelling has on their customers and on their business.
I have so much respect for the amazing craftspeople who work in the media. This job for the BBC was a treat to research and write.
ICELAND FROZEN FOODS
I wrote for Iceland at a time when the brand was reinventing itself as an irreverent Mums’ Champion. This ‘Fanzine’ was designed to demonstrate their new positioning and tone of voice to their own people.
NEW ZEALAND TOURISM BOARD
The data people had done their job and wanted to target the newly-retired. They knew women tended to make travel decisions in this age group so I wrote a travel diary from the point of view of a 60something. Obviously something of a challenge, but with much imagining I think I just about pulled it off…(!)
CARTESIAN SOFTWARE CONSULTANCY
The chaps who launched Cartesian are huge brain-boxes when it comes to technology. But they’re also interested in the arts, sport, history, philosophy… So naming themselves after Rene Descartes made perfect sense. They employed similarly wide-brained young technologists, and the tone of voice was designed to reflect their intelligent but relaxed approach.
PRET A MANGER
Pret had booked advertorial space in the Telegraph and needed a last minute filler…
There are so many good causes to write about. I’ve written for Greenpeace and WWF in the past, but sometimes working for a really small, committed organisation with a strong, niche remit is the most satisfying of all.